Hina, MaryamIslam, A.K.M. Najmul2024-12-262024-12-262025-01-07978-0-9981331-8-82e4cd486-9ae1-4732-acad-dc3bbc8f9f2fhttps://hdl.handle.net/10125/109516This study investigates how the perceived transparency of a blockchain-based B2C e-commerce platform affects the perceived quality of a sustainable product and encourages consumers’ willingness to pay a high price. We conducted focus group discussions to design a scenario and user interface (UI) and developed a survey to test our study model. The results revealed that the perceived transparency of a blockchain-based B2C e-commerce platform enhances consumers’ willingness to pay a high price for a sustainable product by manifesting the perceived quality of a sustainable product. Further, we observed that high sustainable information clarity reduces the impact of the perceived transparency of a blockchain-based B2C e-commerce platform on the perceived quality of a sustainable product. This study contributes to the IS literature by providing insights into the intricate effects of blockchain-based B2C e-commerce platform transparency, underscoring the importance of sustainable information clarity in shaping consumers’ perceptions of sustainable product quality.10Attribution-NonCommercial-NoDerivatives 4.0 InternationalBlockchain – Decentralized Digital Transformationblockchain transparency, e-commerce, information clarity, sustainable products, willingness to pay a high priceConference Paper10.24251/HICSS.2025.668